Designed to the Nines

Our third fundraising campaign for the U of U College of Nursing mailed out this week. It will start landing in homes while we're in San Francisco celebrating the award our previous campaign received. Whereas the first two campaigns were more emotional—and relied heavily upon relationships—this campaign is simple, accessible, and leveraged on a small, but specific ask: please give $9.99 in '09. (Or $99; or $999.)

Since this is our third request of the same audience, we made sure to thank them for giving already; offered them a quick status report on the progress of construction and all previous donations; and expressed the type of things just $9.99 more can provide: books and supplies, scholarships seed money; etc.

The outer envelope was designed to provoke curiosity: a hydra of 9's swarm the address field. Inside is a simple flat insert. The front side is a concise appeal for $9.99 in '09. The reverse is a collage of polaroids—the captions of which evoke project status as well as the needs of students and faculty. The polaroids float on a field of nines to both reinforce our theme, and more subtly imply the aggregated effect of thousands of donors. I designed the reverse side as a giant poster with 38 different pictures so when the parent sheet cuts down we have 16 different backs. Yet each back side covers two themes: construction, and either student or faculty needs. Each card was round cornered, like our first campaign, and then perforated for easy mail-back of the donation form.

Parent sheets were pulled during press-check as posters to hang in the various spaces our faculty and students have been spread to through this construction dislocation. Kind of a morale booster, as well as something to keep the end goal in focus.